Boardman rides into the Valley

Evesham’s The Valley signs flagship Boardman Bikes Performance Centre

The Valley, a leisure and retail destination set on the banks of the River Avon, is preparing for increased footfall following the recent launch of its Boardman Performance Centre, a partnership with Olympic gold-medallist Chris Boardman MBE.

The brainchild of Boardman himself, the centre – the first of its kind in the UK – is aimed at everyone from would-by Olympians to weekend hobbyists aiming to better understand how to improve their rides. In addition to its centrepiece wind tunnel, the 18,000-sq ft centre will offer a range of services delivered by industry specialists in areas such physiological fitness, function and health, bike-fitting, positional biomechanics and aerodynamics. Previously, access to technology of this kind has been a possibility only for elite level athletes and teams.

Robin Langford, asset manager at The Valley, Evesham, said: “As an out-of-town retail destination, we understand the need to not just offer a shopping fix, but a range of other experiences to our customers. This has since established itself as very much part of our USP with our local market and we’re anticipating that this performance centre will solidify this position further, as well as of course attracting the ‘Lycra pound’.

“As such, we are anticipating a significant increase in footfall as a result of the centre launch, and have just added an additional 15,000 sq ft of new retail units within the centre. We also have consent for a further 40,000 sq ft to be developed in response to anticipated occupier demand.”

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